The Beginner’s Guide:Facebook Marketing

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Internet is greatly changing the business trends in recent years. Today, Facebook Marketing has become a big hit where businesses are taking full advantage of Facebook to establish their online presence.


A Facebook Page is a platform for businesses to market their products and services. It encourages potential fans to “like” their businesses or brands so they can receive content updates from the Page. In the meantime, businesses are able to raise brand awareness, deploy and track advertising, collect detailed audience insights through the Page.


In this guide, you will find everything you need to know about Facebook Marketing and how you should use it to your advantage. This guide is aimed at beginners who look for an introduction to Facebook Marketing.


Step One: Setting Up a Facebook Business Page


First, you must sign into your Facebook to create a Page as you will manage it through your personal account. Below are some of the crucial steps you must go through while setting up a Facebook Business Page.


i) Add a Profile Picture – A profile picture will serve as the primary visual for your Page, appearing in search results and alongside any of your content that shows up in a user’s News Feed. Make sure your profile picture is something that can be instantly recognized by the public because first impression matters.


ii) Add a Cover Photo – A cover photo is the large, horizontal image that spans the top of your Page. It should express your Page’s identity and can be updated often based on special offerings, campaigns, or seasons.


iii) Add a Short Description – A short description is made up of 1-2 sentences or 155 characters illustrating about your business or brand. Keep it descriptive but succinct so your audience can easily understand what you are about.


iv) Create a Username for Your Page –  Your username will appear in your custom Facebook URL to help people easily find and remember your Page. Make sure the username is unique because it will be useful when you begin cross-promoting your Page on your website to get more Facebook likes.


Step Two: Getting Facebook Likes


Of course, you want your Facebook business Page to get as much “likes” as it could to be regarded as successful. A “like” is how a user expresses their anticipation to see updates from your business in their News Feed. Below are some hands-on strategies to get Facebook Page likes and the ways to grow that demand in the future.


i) Promote Your Page on Facebook – Share your newly-built Page with people you are already connected to on Facebook and encourage them to share it with their own Facebook friends. You also need to be active to build an engaging community for your Page. For instance, post helpful or entertaining content that your followers want to like and share and respond to messages quickly and interact with comments on your posts.


ii) Promote Your Page Through Your Website – Include social media follow buttons on your website to make it easy for your audience to connect with you on Facebook. You can also use a Page plugin to easily embed and promote your Page on your website.


iii) Promote Your Page to Your Customers and Email Contacts – Brainstorm creative ways to let your customers know your presence on Facebook. For instance, you may include the custom URL of your Facebook Page on your receipts.


iv) Promote Your Page on Other Social Media Channels – Share your Page from your other social media channels such as Twitter and LinkedIn.


Step Three: Posting Content on Facebook


Posting content is the core function of Facebook Marketing. When you publish your post, your content will reach most Facebook’s users. Users discover your content and may choose to like your Page to continue the relationship. Facebook allows users to post contents in various forms such as texts, images, external links, videos, live videos, instant articles and virtual reality. Make sure you fully utilize these post types when developing contents in order to maximize engagement with your followers.


Step Four: Creating a Facebook Marketing Strategy

As they say:

“Strategy without Tactics is the slowest route to victory.

Tactics without strategy is the noise before defeat”
― Sun Tzu, The Art of War

It maybe easy to publish content on Facebook but knowing what and when to post can be challenging. To build a successful Facebook Marketing strategy, you will first need to gain a complete understanding of your target audience. From there, you will then develop the right mix of content to drive results, schedule posts into your editorial calendar and explore Facebook’s new offerings for connecting with prospects.


i) Identify Your Facebook Audience – By understanding the challenges and goals of your audience, you can determine which content would be best to post and tweak the positioning accordingly. You can use Audience Insights – a powerful, free analytics tools offered by Facebook, if you want a deeper understanding of your audience. Audience Insights allows you to obtain demographic and behavioral data about your audience and that of your competitors. It is an useful tool for social media managers and content creators to determine the type of posts their audience is looking for.


ii) Create a Social Media Content Calendar – A social media content calendar is a spreadsheet where you write out posts in advance and slot them for specific times. It will help you keep tracking links organized and make it easier to evaluate the overall mix of format and topic you are posting.


iii) Generate Leads on Facebook – A lead is a person who has indicated interest in your company’s product or service by giving their information in some way. To turn your Facebook fans into paying customers, you will need to be strategic about posting content that directs to a form. For instance, you could publish blog posts that generate a lot of leads based on historical conversion rates or videos to promote lead generation offers.


Step Five: Tracking and Measuring Results with Facebook Analytics


Facebook marketing without a plan for tracking and measuring results will result in a lot of assumption and ultimately underperformance. Thankfully, Facebook has built out a comprehensive Page Insights tool to help you analyze your Page as a whole and drill down on specific posts. Using Page Insights, you get to know different aspects of your Page metrics such as gained or lost likes, reach, page views and post engagement.


Step Six: Advertising on Facebook


Facebook offers a unique opportunity for marketers to drive higher awareness and more leads for their business. Below are some of the steps to get started with Facebook advertising.


i) Create Facebook Ad Campaign – Choose an objective for your advertising campaign. Facebook provides 11 objectives to pick from, broken into three categories: awareness, consideration, and conversion.


ii) Target and Optimize Ad Sets – Define the audience and customize budget and schedule for your ad set.


iii) Create Facebook Ads – Select the format, media, text, and links to create one or multiple ads. For each format, Facebook will provide some design recommendations, including image size, headline length, and more.


iv) Measure Facebook Ad Results – Determine the success of your ads by evaluating its performance metrics such as reach, impressions, clicks, click through rate, and more.


In a nutshell, Facebook Page provides a medium for marketers who seek to establish an authentic relationship with their audience.


With Facebook’s outstanding collection of analytics tools, you are able to understand your target audience before you post. You can also see which content people engage with and segregate advertising through Page Insights to ensure you are helping your audience instead of causing annoyance to them.


Finally, we hope you can make the most out of Facebook Marketing by following the brief yet detailed tips in this guide.

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